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Vitabrid C12’s Barneys Department Store Launch

Janice McCafferty Communications was hired by Hyundai IBT to launch their Vitabrid C12 brand in the United States. As a k-beauty line, the company was popular in Asia and needed a PR agency to establish and grow their presence in the USA. The line first appeared for sale on as they awaited retail/distribution deals. Amazingly enough, it was PR that actually landed them in a store. And that retailer was an exclusive deal with Barneys New York.
It was all the result of a feature secured by our team. Beauty buyers from Barneys read this story and reached out to Vitabrid C12 to negotiate. In the end, PR was the driving force behind Vitabrid landing a major retail deal to sell its products in the USA.

Once the brand was scheduled to launch in stores and on, we needed to create a large media push to announce this huge retail news/launch. Upon researching, it was discovered that Vitabrid C12 was the 1st Korean beauty brand to ever be launched exclusively at Barneys. Being a first in any industry is a huge advantage, especially in the beauty PR world. We used this messaging combined with our outreach techniques and connections to formally launch Vitabrid C12’s products in the USA.

Vitabrid C12’s launch netted 301 media placements in one month, all taking place in August 2017.

Major features included WWD, Refinery29, Yahoo Lifestyle, Observer, and HelloGiggles. Online press topped 5.3 billion impressions. This secured Vitabrid C12 as a new prestige brand in the k-beauty market.